Creative, Cheeky & Curious: The Wisdom of Crowds

“Innovation is driven by everyday end-users. Today, more and more innovation comes from the myriad hobbyists and enthusiasts at the tech-savvy edges of the computing ecosystem” – Geoffrey Koch, senior manager, Intel Solution Services

There is a beautiful story to be told about human ingenuity; where everyday people, like you and me, provide a solution to solve a problem. Whether you’re an amateur photographer, curious researcher, tech-savvy developer, or food lover, both your passion and wisdom can be shared with the world in order to solve an array of mind-stumping problems.

Crowdsourcing is a rising phenomenon that is catching more and more company’s attention. Crowdsourcing exists as an online, distributed problem-solving model that has now emerged as an alternative business model. Jeff Howe and Mark Robinson coined the term in June 2006 and defined it as “a new web-based model that harnesses the creative solution of a distributed network of individuals through what amounts to an open call for proposals”.

With the Web and rise of Web 2.0 applications providing a means to aggregate the answers, the number of sheer contributors is overwhelming.

Professional Hobbyists – iStockPhoto

The world of professional photography was given a new meaning when Bruce Livingstone launched iStockPhoto – a royalty-free stock of photography, animations, and video clips – in year 2000. iStockPhoto not only gave companies a cheaper and more accessible way of obtaining photographs, but it created a new marketplace for amateur photographers. Suddenly, anyone with a passion for photography could contribute; hobbyists across all genres – students, musicians, computer geeks, and even biologists – could share their passion and turn a small profit.

Unlike professionals, iStockers don’t need to clear $120, 000 a year from their photos; likewise, nor do companies have to negotiate an appropriate budget for photography. Companies can purchase professional-looking photos from iStock anywhere from forty dollars to one dollar a pop.

Today, iStockphoto’s clients include bulk photo purchasers such as IBM and United Way, as well as small design agencies once forced to go to big stock houses. As of January 2009, the online photo library contains over 4 million images contributed by over 50, 000 photographers at the rate of 27, 000 images per week.

Because the crowd willingly shares their works of art, a new and profound way of purchasing photographs is born, “iStockphoto relies on contributing artists to upload their creative works for us to sell.” – Bruce Livingstone

Could Crowdsourcing Cure Cancer? InnoCentive

InnoCentive is a company that believes in the power of open innovation, harnessing creative minds to generate breakthrough solutions. Founded in 2001, InnoCentive thrives as the world’s first open innovation marketplace.

Seeker companies like Proctor & Gamble post their toughest problems to the “InnoCentive” solvers page. Then, the crowd of solvers can then submit their solutions via the web, which go under review by the seeker. If a solution meets the technical requirements for the challenge, the seeker company awards a cash prize that they determine up front. Awards range from $10 000 to 1 million US dollars.

The idea that the wisdom of crowds can be used to create solar-power wireless technology so marginalized women and children in rural India access to skills and knowledge needed to escape the sex trade is both profound and hopeful. InnoCentive provides new hope that one-day soon, collective knowledge can solve some of the world’s toughest and most tragic problems such as cancer.

The beauty of InnoCentive is that registration to become a “potential solver” is free. You don’t need to be a professional scientist or worldly scholar; no matter what your background may be, you can put your mind to the test.

InnoCentive continues to broadcast scientific challenges to over 80-thousand independent scientists from over 150 countries. You can explore InnoCentive and its various challenges and news via the InnoCentive Blog.

Creativity Cheeky

Chevorlet experimented with crowdsourced advertising for the 2007 Chevy Taho, which ultimately backlashed in a rather interesting way. Chevorlet introduced a website that allowed users to take existing nature-filled video clips and various music in order to create a customized 30-second commercial by inserting their own words.

Unfortunately, many of the video responses were incredibly biting, full of witty mockery and negative implications. The most popular parody like responses included political and environmental messages to address global warming, pollution and overall environmental concern. Needless to say, Chevorlet had to work hard to control the videos that appeared on their site. Despite strong efforts, the parodies still leaked onto YouTube.com and other popular video sites.

View some of the parodies here:

The Wisdom of Crowds, From Every Crowd

These examples – among hundreds of others – help to show just how powerful the crowd really is, by outperforming the industry faster and cheaper than even the top minds in the fields. The crowd not only generates profound creativity but also provides solutions to today’s trickiest problems. In the end, it’s people like you and me who hold the talent to capture beautiful photography, produce memorable commercials, and unlock breakthrough solutions; and it’s the companies who turn to us for answers.

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